If this past Memorial Day Weekend is any indication of how automotive direct mail will perform this Summer, then expect a “push” on certain mailers and a “whoa” on others. Out of the three different pieces I mailed, one stood head and shoulders above the rest. Was it (a) the saturation pieces? Was it (b) the credit mailer (pre-approved)? Or was it (c) the one I said would out-perform anything it came up against?
Not to pat myself on the back, but it was “c,” the one that I predicted beforehand to out-perform anything it came up against. That’s right! The greeting card I designed behaved just like I created her to do. She was a good little animal this past weekend generating an average of 27 deliveries per 5,000 mailed! At less than $180 per vehicle, General Managers, Principles, and those beloved bean-counters are all of a sudden paying close attention to those marketing folks over at Hill Marketing.
It makes total sense. People love receiving greeting cards in the mail, be it a birthday, holiday, special occasion, etc. Perhaps some sort of psychological satisfaction subliminally occurs when their fingers are carefully tearing open the edges of the sealed envelope. Perhaps the anticipation of the unknown source of joy that awaits inside the envelope sets the stage in the mind that leaves it vulnerable and persuadable to a degree uncommon to standard automotive direct mail.
I really don’t know the exact reason. But as far as reliable empirical evidence goes, dealers that run this mailer always sell many units. If you have a favorite mailer that you run, I suggest you try it at least once. Shoot me over the copy and I’ll get a proof out to you in the greeting card format. If I don’t substantially increase your response rate, you can say so here on my blog in the comments section for the world to see. But if you end up like everyone else – COMPLETELY SATISFIED – then we’ll keep it our little secret while you stealthily go into your PMA and snatch up all them deals, leaving your competitors in the dust.
Email for prices, turnaround, etc. Also available: saturation, pre-approved credit mailers, buyback, title swap, customized, free consultation – no obligation.
Tags: automotive direct mail, buyback, customized, free consultation, pre-approved credit mailers, saturation, title swap
